The old generation networks: ABC, NBC, CBS and FOX. The new-generation networks? Hulu Plus, Amazon Instant video, Netflix and YouTube.
Consider this: Microsoft recently reported that Xbox 360 owners spend more time online watching video and listening to music than playing games. The company announced 35 new entertainment partners being added to the Xbox 360 in the next year, including the NBA, NHL, Nickelodeon, and Univision. ESPN is expanding its programming on the Xbox to include live feeds of all of its channels. Microsoft is also launching a music service to compete with iTunes.
The Wii U, debuting this fourth quarter, will also feature Netflix, YouTube, Hulu Plus, and Amazon Instant Video.
And, Outside of games, the PlayStation Network also now delivers access to streaming content from Hulu Plus, Cinema Now, Amazon Instant Video, Netflix, NFL Sunday Ticket, NHL Game Center Live, MLB.TV, ESPN and Crackle TV, while users will soon have access to YouTube from the PlayStation Vita.
You’ve got to wonder, how will Nielsen ever be able to count the eyeballs watching? At this point, they can’t. They are the ‘dinosaur’ technology.
When my Mom and Dad had breakfast in the mornings, they would pass the newspaper back and forth. Back then, I looked at the classifieds for things to buy second hand and they even had a classified section in most magazines and papers for the 'personals.' Wanted to go the movies (you know the movie we saw ‘advertised’ by trailer last night during a network show on CBS, say Ed Sullivan or Mary Tyler Moore), we checked the newspaper. Real estate listings and needed to buy a used car? Newspapers.
Fast forward 15 years. Now we check our mobile phones for movie trailers and times. Dating? Not in the newspapers, on mobile or a laptop or tablet. News? Forget the paper. And for many years, the papers were in denial – they kept printing tons of papers, special sections, extra editions and even tried to launch new newspapers in certain cities to compete with the entrenched and big local guys. They lost millions of dollars and saw their stock price get hammered and many folded. The bigger ones put up paywalls (i.e. NYT’s, WSJ, etc.)
Then the music CD died and the way music was listened to and purchased changed. No one could believe that there wasn’t going to be any more music CD’s nonetheless a Tower Records or Wherehouse to close their doors. But they did. And the CD has all but disappeared.
Movies? Same thing is happening and will happen. It may take longer because of the nature of the medium. Movies are different than music in that the files are way larger and with music you listen to ‘Hotel California’ or your favorite music many times over and over. Movies? How many times can you watch the same movie over and over. However, Blockbuster and stores like them are disappearing. Replaced by iTunes, RedBox, (and RedBox I believe has a limited life span even though they are going gang-busters today), Amazon Instant Prime, YouTube, IMDB (yes you can buy movies and stream them there too) and many others. Even Wal-Mart is in the mix (Ultraviolet and VUDU).
In my generation and others behind me, it's what you owned and had that was important. Today, it's how you access it. No ownership. No physical ownership that is. It's just not important. When and how you get it, is.
The final frontier is the television. And it’s a big frontier. And, there is more at stake than a plastic CD in a rectangular box that will disappear. Advertisers and the big 4 networks stand to lose the most. Including producers, writers, actors and the like. Add a DVR into the mix and the new choices that the younger generation has now and you’ve got a real problem CBS, NBC, ABC and FOX. The upfront TV buying season which some estimate generates $19 billion fuels most everything we see on TV. About $9.5 billion for network and $ 9.9 billion for cable.
Network estimates (in billions) individually for 2012-2013 season are:
- CBS: $2.92
- ABC: $2.65
- Fox: $2.15
- NBC: $1.78
So, when game consoles, tablet makers, mobile phones and the like are all putting mainstream content up and online for consumption, someone stands to lose. Another way of thinking about this would really be a shift of dollars from network and cable to third screens. It won’t disappear but in 10 years it’s going to look awfully different than it does today. And the way all of this is counted and rated will actually become easier than how Nielsen has done this for decades (a diary that you write in? Really?).
A new report from Nielsen, the TV audience ratings and measurement people, shows that the number of people who watched TV at least once a month—a pretty low bar—declined from 90 percent of the population to 83 percent last year.
Proportionately, that means TV lost 8.5 percent of its audience in 2011. As many as 17 percent of people never watch TV, the survey of 28,000 consumers in 56 countries.
That's a huge loss of interest in a medium that in industrialized nations is regarded as a standard like electricity or hot running water.
The number of people watching video on a computer at least once per month is now higher, at 84 percent, than those watching TV. The implications are obvious. Some not so obvious. One is that cable affiliates pay big fees to networks for carriage. If no one is watching, no one will be paying. And, younger kids don’t care what ‘network’ it's on, they care when it will be available to see on Netflix or Hulu Plus. A real shift in economics and habits. And I don’t think the TV industry is paying attention. But they will, they will have to.
Welcome to the new world of multi-screens and time shifting. TV as we once knew it not TV, its IPTV.